research
The Long Tail of Search: Why the Fastest
Path to More Traffic Might Not Be Where
You are Looking
The Long Tail of Search
Key Findings:
• Rank Movement:
Keywords with on-page
optimization activities
moved, on average, more
than one full page in the
search results (11
positions), compared to a
downward movement of
more than 2 positions for
keywords without
on-page optimization
activities
• Rank Movement, Head
vs. Long-Tail Terms:
Long-tail (low volume)
keywords with on-page
optimization moved, on
average, more than one
full page in the search
results (11.24 positions),
compared to half a page
(5.28 positions) for head
terms (high-volume)
• Website Conversion
Rate: Conversion rates for
long-tail terms were 2.5x
higher than for
head-terms
Standard practice for most marketers is to target the largest possible addressable audience
with their product or service. Go to where the eyeballs are - or so the logic goes.
This approach has largely carried over to search engine optimization. Many marketers
approach SEO by targeting keywords in their industry with the largest monthly search
volumes while neglecting the long tail. Disproportionate focus on these head terms is
often exacerbated by the executive who wants to be at the top of Google for xxxx term.
Yet, the savvy search marketer understands that it is often significantly easier to move up
the search rankings for multiple keywords whose search volumes, when combined, total or
exceed that of the one desirable keyword.
For example, the table below shows the search volumes for multiple keywords in the auto
insurance industry total that of the hyper-competitive auto insurance query:
Higher Volume
Keyword
auto insurance
Search
Volume
2,240,000
Lower Volume
Keyword
car insurance for cheap
cheap insurance car
car insurance quotes
auto insurance quotes
auto insurance reviews
2,240,000
Total Searches
Search
Volume
673,000
673,000
673,000
201,000
22,200
2,242,000
Focusing on multiple, less competitive search terms can generate as many visits as a single,
more competitive head term. However, identifying the low-hanging fruit is only the
beginning - moving up the search rankings for these terms is the next vital step.
On-Page Optimization Critical to Keyword Movement
Central to moving keywords up the search rankings is on-page optimization - the practice
of optimizing on-page elements to emphasize the keyword for which you want to rank. Of
all the tactics in the SEO s toolbox, on-page optimization often has the most immediate
impact on keyword visibility. As we will soon see, this is especially true for long-tail terms
because, by their nature there is less competition for them.
To determine the benefits of on-page optimization for long-tail queries, we began by
establishing a baseline of search ranking lift resulting from on-page optimization activities
for all keyword types. Leveraging the data collection abilities and on-page
recommendation engine of Searchlight, Conductor s SEO platform, we analyzed the rank
movement for thousands of keywords over a nine month period.
Keywords were segmented into three groups:
1. Keywords whose on-page issues were shrinking (being resolved by the SEO)
2. Keywords whose on-page issues were growing (not being resolved by SEO tactics)
3. Keywords with no on-page issues
Our analysis showed keywords that had Searchlight s on-page recommendations
consistently implemented had an average rank improvement of more than one full page in
the search results (11 positions) vs. a downward movement of more than 2 positions for
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The Long Tail of Search
keywords that had issues not being resolved. Keywords with no issues remained flat, with
an upward movement of half a position (.53).
Avg. Rank Movement
Average Keyword Rank Movement For Keywords
with and without On-Page Issues
12
10
8
6
4
2
0
-2
-4
11.00
Keywords
with On-Page
Optimization
0.53
-2.46
Keywords
without On-Page
Optimization
Keywords
with No Issues
Long-Tail Queries Most Impacted by On-Page Recommendations
To highlight the lift in search ranking movement from on-page optimization activities for
head terms (high-volume) vs. long-tail (low-volume) queries, we segmented the keyword
set into representative buckets. For the purposes of this study, we excluded medium
volume keywords to focus on keywords that best represent our head and long-tail targets.
The segmentation showed long-tail terms were significantly more impacted by on-page
optimization, moving more than one full search page (11 positions), compared to half a
page (5 positions) for head terms.
These findings support the two-pronged SEO strategy of capturing the low-hanging fruit
by optimizing long-tail terms, while utilizing a long-term strategy of gradually moving up
the search rankings for higher volume, more competitive head terms.
Avg. Rank Movement
Keywords that had
Searchlight s on-page
recommendations
consistently implemented
had an average rank
improvement of more
than one full page in the
search results (11 positions)
vs. a downward movement
of more than 2 positions for
keywords whose issues
were not being resolved
12
10
8
6
4
2
0
-2
-4
-6
Average Keyword Rank Movement For
Head vs. Long-Tail Keywords
11.24
Head Terms
Long-Tail Terms
5.28
-3.57 -1.72
Keywords
Keywords
with On-Page without On-Page
Optimization
Optimization
-0.59
-2.15
Keywords
with No Issues
Long-Tail vs. Head Terms
Many in the Search industry use the phrases long-tail, and head terms to refer to both low
vs. high volume terms and terms with few words vs. those with multiple words. To determine
the impact of on-page auditing activities on the alternative definition of long-tail - terms with
multiple words - we segmented the data by length of query.
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The Long Tail of Search
Avg. Rank Movement
Terms with 1-2 words were grouped into the head terms bucket and those with 3+ into the
long-tail bucket. Analysis showed long-tail terms moved at a greater rate from on-page
optimization, moving an average of 6 positions, compared to 4 positions for head terms.
7
6
5
4
3
2
1
0
-1
-2
Average Keyword Rank Movement For
Head vs. Long-Tail Terms
6.31
Head Terms (1-2) Word Queries
4.63
Long-Tail Terms (3+) Word Queries
-1.06 -1.36
Keywords
with On-Page
Optimization
-0.30 -0.28
Keywords
Keywords
without On-Page with No Issues
Optimization
Conversion Rates 2.5x Higher for Long-Tail than for Head Terms
The typically disproportionate focus by marketers on head terms over long-tail terms,
together with the significant lift in rank for low-volume keywords over high-volume
keywords and long search queries over short search queries (after on-page optimization),
suggests there is significant opportunity for the savvy search marketer to grab the long tail
in search. The benefit of optimizing for long-tail queries is not just an easier climb up the
search rankings than for head terms, but for sites that have a conversion action as the
visitor goal (online retailers, sites with lead-gen. forms...) longer, more specific queries
generally mean the searcher is farther along in the buying/conversion cycle and will
therefore convert at a greater rate than head term visitors.
To test this assumption, we looked at goal conversion rates by query type for three major
online retailers. We examined more than seven million visits and found conversion rates to
be significantly higher - more than two-and-a-half times higher - for long-tail queries (3+
words) than for short-tail queries.
30.00%
Website Conversion Rates
Head vs. Long-Tail Terms
Conversion Rates
25.00%
26.07%
20.00%
Head Terms (1-2) Word Queries
15.00%
10.00%
Long-Tail Terms (3+) Word Queries
10.60%
5.00%
0
Conclusion: Grab the Opportunity in the Long-Tail
Marketing 101 dictates that marketers target the largest possible addressable market. In
4
The Long Tail of Search
Search Marketing too many marketers follow that approach too literally and focus
disproportionately on high volume, or 1-2 word terms while ignoring the long tail of
search.
The benefits of focusing on the long-tail while developing a long-term strategy for head
terms are clear. The search volumes for multiple long-tail terms can equal the search
volume for one head term and it can be easier to move up the rankings for several
semi-competitive terms than for one hyper-competitive term. Rank movement for long-tail
terms for the keywords studied was significantly greater than for head terms. And, once
long-tail searchers arrive at the website they convert at a rate more than 2.5x higher than
head term visitors.
So what does this all mean for you as a search marketer? For many, it starts with a change
in thinking - moving beyond the tunnel vision on the most searched terms in their
industry. For others, it s about taking action to choose aspirational head terms while
actively targeting multi-front long-tail terms. You are likely to find that you gain more
traction in the search results faster, leading to more visitors and conversions than with a
focus on head terms.
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